Cutting CAC by 52% for an HR-Tech SaaS
How we halved customer acquisition cost and added $1.4M in marketing-sourced ARR with attribution-first strategy.
$2,400 → $1,150
CAC
38% → 14%
Demo No-Show Rate
+190%
SQL Volume
+$1.4M
Marketing-Sourced ARR
The Problem
A Series-A HR-tech platform was burning cash on broad-match Google Ads and generic LinkedIn campaigns. CAC had climbed to $2,400 per customer, demo no-show rates were high, and marketing couldn't attribute which channels actually produced revenue.
Key challenges the client faced
- CAC had climbed to $2,400 per customer
- 38% of booked demos never showed up
- No attribution — no idea which channels drove revenue
Our Approach
We rebuilt attribution first — full-funnel tracking from first touch to closed-won. Then we cut wasted spend, shifted budget to bottom-funnel comparison keywords and retargeting, and launched an interactive ROI calculator as a lead magnet. A pre-demo nurture sequence with customer proof cut no-shows dramatically.
How Obix Digital solved it
- 1Rebuilt attribution first: full-funnel tracking from first touch to closed-won
- 2Shifted budget to bottom-funnel comparison keywords and retargeting
- 3Launched an ROI calculator lead magnet and pre-demo nurture with customer proof
Timeline
6 months
Services Used